Bulmers, Heineken UK’s bottled cider, is reinforcing its efforts to maintain category growth with the launch of the new Crisp Blend.

This new flavoured cider is the third limited edition product variant from Bulmers and, with growing competition from increasing numbers of cider brands bringing out new flavour options, the brand aims to remain a leader in the market.

Building on the success of last year’s limited edition variants Summer Blend and Red Apple, the Heineken UK cider brand’s new Crisp Blend, a product made with a blend of traditional cider apples with sharper tasting varieties, which offer a crisp taste.

Doug Cook, Bulmers Brand Manager said: “Cider continues to be a hugely popular long alcoholic drink with nearly three million more people drinking cider now than five years ago.

“As drinkers become more discerning in their tastes, it is important to create new interest and excitement.

“And the Bulmers Limited Edition products appeal to those who are looking for something a little different, who want to widen their drinks repertoire.

“Bulmers Summer Blend and Red Apple proved themselves to be worthy additions to the Bulmers brand family and we are confident that Crisp Blend will be equally successful and help to grow the category and introduce new drinkers to the qualities of cider.”

Bulmers Crisp Blend, which will be available in 568ml bottles in on and off trade channels nationally from March 7, will be supported by through-the-line marketing support.